The show, which will be fronted by Anthony McPartlin and Declan Donnelly, gives contestants the chance to win £1m on the spin of wheel.

Like Cowell's other ITV1 shows, The X Factor and Britain's Got Talent, the production will be filmed in an arena – in this case, Wembley Arena.

Media sources put the Domino's deal at £1m-plus and for its money it will get a package that includes TV, online and mobile sponsorship as well as "off-air activation". The show will be stripped across a week, airing in the autumn.

Domino's is no stranger to Cowell's programming having sponsored Britain's Got Talent for the last three years; MoneySupermarket.com took over this year.

"With its fast-paced, edge of your seat format, we know that viewers are going to be glued to their screens and while they're deciding Red or Black at home," said Simon Wallis, sales and marketing director at Domino's. "The home is our point of sale so unmissable TV events such as Red or Black create an ideal time for a product, such as pizza."

The deal was negotiated by ITV Commercial and Arena Media, Domino's media buying agency, with sponsorship idents for the TV show to be made by creative agency Big Communications.

"This collaboration is a great example of how ITV wants to work with its customers in the future," said Simon Daglish, ITV's new director of multi-platforms and partnerships.

There have been negotiations to bring on board another gaming partner, although no announcement on a deal has so far been made.

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